Ibaraki Prefecture's Northern Region PR Video Depicts "Youth" and Surpasses 270,000 Total Views ~The Making of the Municipality-Produced Web Drama "Kenpoku High School's Mysterious Club Case Files"~

Ibaraki Prefecture, which often struggles in charm rankings. This original web drama, created in collaboration with local governments and the production team to highlight the lesser-known charms of the northern region, has surpassed 270,000 page views for both parts combined (as of January 2022).

Click the image to watch the main drama (Part 1)

This work, running 21 minutes for Part 1 and 27 minutes for Part 2—considered lengthy for a PR video—chronicles the days of trial and error leading up to receiving such kind words as "I want to visit the northern part of the prefecture" and "I hope for a sequel."

Aiming for Long-Lasting Content

PR videos by local governments now feel less like a warring states period and more like a saturated market. While some are high-level productions—featuring celebrities, turning adversity into an advantage, or using razor-sharp catchphrases to drive entire campaigns—many seem to generate only a momentary spike in buzz before fading away.

This time, the theme given to us by the Northern Ibaraki Promotion Bureau of the Ibaraki Prefectural Government was relatively open-ended: "Proposals for content to strengthen the promotion of the Northern Ibaraki region's appeal." Proposing a standard PR video would have been perfectly acceptable.

However, considering the ongoing pandemic with no clear end in sight, I realized that a campaign that only generates a momentary buzz might leave nothing substantial for the crucial post-pandemic period (though generating buzz alone is certainly welcome).

What could I, as someone in the advertising industry, do for Ibaraki Prefecture, my birthplace? It didn't take long to decide: I would propose a coming-of-age drama set in Northern Ibaraki that would make viewers want to go on a "pilgrimage" to the locations.

I had a personal conviction and belief: if we created a high-quality drama that resonated with the younger generation—like Makoto Shinkai's recent works or Nobuhiko Obayashi's Onomichi Trilogy from the past (I'm precisely that generation, a devotee who actually went to see the stairs from "The Transferred Student")—it would be cherished for years to come and open the path for "pilgrimage to the sacred sites."

Fortunately, the mountainous, lush northern part of the prefecture is rich with fascinating legends of tengu and dragon gods, and it boasts Oiwa Shrine, one of Japan's most powerful spiritual sites. Yet, despite being a "land brimming with romantic legends and folklore" possessing potential akin to Tono or Takachiho, it was in a regrettable state of near-total obscurity.

That's it! Let's make a drama about "a club activity where high school girls explore the legends and folktales alive in the northern prefecture region." One is a legend enthusiast, the other a foodie. That way, the legends and folktales of the six cities and towns in the northern prefecture, along with the delicious local food, would all be naturally featured! And so, "Kenpoku High School's Mysteries Club" began.

Legend-obsessed club president Mikoto Orikuchi (Rinmi, photo right) and foodie vice-president Nami Miyamoto (Kohara Arisa, photo left)

Is a faint love necessary for a drama that makes you want to visit the sacred sites?

The emerald green Fudo Falls, where kappa are said to live. Hanazono Shrine, where monkeys are revered as messengers of the gods, and the mysterious dance of the lions. Fukuroda Falls, one of Japan's three most famous waterfalls, where tengu are said to live. Shorenji Temple, where a 200-year-old letter connects time and space. Oiwa Shrine, which enshrines 188 deities. Hyakukannon Nature Park, where there is a stone Buddha that is said to improve your eyesight if you pray to it.

While the charm of the location itself is the most important thing, in this drama we were also conscious of the "bittersweetness" of the story itself. Feelings that miss each other, meeting that seems possible but doesn't happen, finally meeting but then being separated. A faint, youthful love so agonizingly frustrating it makes the viewer want to shout "Hang in there!" That bittersweetness is the ultimate seasoning for a coming-of-age drama. And such dramas linger in the heart forever, making their setting truly special. We wanted the protagonist to experience their first, intensely heartbreaking love. For us Onomichi Trilogy Children, it was only natural.

Off-shot from filming. Left: Mysterious transfer student Yanagida (Yasusuke Niihara) / Courtesy of Ibaraki Prefecture

Efforts to bring out the authentic beauty

While it's a high school youth drama, I also wanted to authentically capture the deep mountains and rich greenery of northern Ibaraki Prefecture that surrounds them. That's why I asked Eiji Ishii from TV Man Union, a TV production company skilled in both drama and documentary, to handle the script and direction.

Having worked with him several times before, I knew he was highly capable. Given the many unpredictable elements of this new venture, I felt it was best to have someone easy to communicate with on a case-by-case basis. Following this, production was handled by TV Man Union, the company where the director is based, establishing a genuine drama production setup.

Speaking of unpredictability, filming coincided with the rainy season and typhoon season – periods "beyond human control" – forcing us to repeatedly wait for clear skies on set. While this unpredictability was captured as part of the raw reality, the lush greenery of northern Fukushima, saturated with water, glowed vibrantly. Combined with the sparkling energy of the fresh cast, we managed to capture those fleeting, seemingly eternal moments unique to youth.

Shooting amidst the rainy season / Courtesy of Ibaraki Prefecture

The Secret to Balancing "PR and Drama" Lies in Catchball

How to create a chemical reaction between the requests from the prefectural government and the six municipalities and the world we wanted to depict as a drama. To ensure both parties' visions aligned, we diligently practiced something fundamental: frequent communication and collaboration among all involved.

For the legends and folk tales featured in the drama, as well as the snacks the Fushigi Club eats during breaks, we adopted a style where representatives from the six municipalities provided multiple candidates, from which we made our selections. Once all the material was gathered, we worked with Director Ishii to refine the plot, verifying where each regional legend fit within the drama, where specific snacks would be eaten, and whether these choices felt natural and compelling for the story. We then shared this plan with all stakeholders.

We then gathered any final requests or concerns, followed by several location scouting trips. Director Ishii finalized the script, and we obtained final approvals from all relevant parties.

From our perspective, two key points were crucial: we absolutely wanted to include the "Iwafune-dake's Thunder God" legend, which serves as a vital plot thread for the drama, and we wanted the climax scene to take place at Oiwa Shrine. The fact that these two points were agreed upon early on made the subsequent work proceed much more smoothly.

Filming at Oiwa Shrine, Japan's most powerful spiritual site and the setting for the climax / Provided by Ibaraki Prefecture

What matters most is the "power to connect" and the "nothing to lose" spirit

This project provided a valuable experience: collaborating with the prefectural government, six municipalities, and the production team led by Director Ishii to create a single drama. I believe my background as a native of Ibaraki and my experience in advertising were leveraged to the fullest.
Due to the pandemic, many meetings were online, making it harder to read expressions and emotions. To compensate, I made an extra effort to share detailed information via email and phone calls more than usual (though I might have come across as a bit of a pain to those involved).

The concept for this drama itself was somewhat unconventional, so I initially proposed it thinking it might be a long shot. Surprisingly, many of these "long shot" proposals were met with enthusiastic approval.

The lion dance "Hanazono no Sasara" featured in "Episode 2: Warriors Saved by Monkeys" is one example, and the ending theme "Step into you" was realized by directly negotiating with singer-songwriter nikiie, who hails from the northern part of the prefecture.

"Hanazono no Sasara" filming scene / Provided by: Ibaraki Prefecture

This experience made me realize the importance of boldly conveying our passion, while also confirming how fortunate we were to connect with such generous-hearted people willing to embrace it.

That's the behind-the-scenes story of "Kenpoku High School's Fushigi Club Case Files." I hope even one aspect proves useful for creating your own PR videos. While daydreaming about conversations like "I want to make something like the Fushigi Club" happening in some meeting room, I look forward to continuing to explore the possibilities of PR videos.